"Consumers’ negative emotions may be the main cause of behaviors such as complaining, negative
word of mouth, and brand switching. In this regard, factors other than brand can produce negative or
positive emotions toward a brand. One such factor is corporate social irresponsibility (CSIR). This
study seeks to extract negative emotions toward a particular brand (auto brand). The results show that
consumers’ negative emotions toward the auto brand are mainly characterized by anxiety, discontent,
and anger. Also, the study model indicates a significant positive correlation between consumers’
negative emotions and their behavioral approaches (e.g., complaining, negative word of mouth, brand
switching). On the other hand, the model represents the mediating role of negative word of mouth in
brand switching. Finally, this study investigates the moderating role of CSIR and shows that it can
increase the possibility of brand switching in consumers up to 40%."
Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2016